COMMUNITY RELATIONS By Michele Morehouse
COMMUNITY RELATIONS PROCESS Research Evaluation Objectives Programming
CASE STUDIES Chapter 6 Community Relations: Puget Sound Energy’s Rock The Bulb Tour 1. The New UTC: Building Community Support for a $1 Billion Shopping 2. Expansion and Revitalization Spike & Biscuit: Rebrand for the Charleston Animal Society 3. Current & Relevant Community Relations Campaigns: San Diego International Airport Expansion: “The Green Build” 1. Bringing Senior Citizens into the Internet Age: A community relations 2. campaign to connect the disconnected (OAKS)
CASE STUDIES KEY FOCUSES: Awareness Outreach Engagement Advocacy
PUGET SOUND ENERGY’S ROCK THE BULB TOUR Create a deeper relationship with its customers and become their most trusted energy efficiency resource.
ROCK THE BULB TOUR OBJECTIVES Distribute Engage Inspire Recruit
TARGET MARKETS Green Idealists Practical Idealists 1. Motivated by Socially 1. practicality Responsible 2. Think limiting Educated on 2. energy Environment consumption is Issues important
ROCK THE BULB TACTICS 32 Weekend bulb exchange event Project Porchlight PSE/Non-profit Project Porchlight door-to-door Be an Energy Rock Star Contest PSE Campaign Website Social Media Golden Bulb Promotion
RTB MEDIA RELATIONS 1. Launch Media Event 2. News Advisories and Releases 3. Magicians (MID-campaign event) 4. ENERGY STAR Media Event 5. Culmination Media Event
GRASSROOTS
THE NEW UTC: BUILDING COMMUNITY SUPPORT FOR $1 BILLION SHOPPING EXPANSION AND REVITALIZATION Develop a community relations program to advocate the public and build support for the proposed expansion (2003).
4 KEY MESSAGES Jobs and Tax Revenue Evolution Experience Environmentally friendly
CHALLENGE Community Concerns: 1. Increased traffic 2. Decrease in quality of life Opponents argument: Bad precedent for the community
PROJECT SUPPORT 1. Support Cards from San Diegans 2. Securing endorsements (regional organizations) Strategy: “Break Even”
TARGET AUDIENCES
THE UTC EXPERIENCE Project Model
STRATEGIC PARTNERSHIPS State of the art transit system
ENDORSEMENTS
E-BLAST AND LETTER WRITING CAMPAIGN
SPIKE & BISCUIT REBRAND CHARLESTON ANIMAL SOCIETY Redefine image and raise community awareness of its mission and new location
CHALLENGE 1. No name recognition 2. Poor community profile
Educate Build Boost
MISSION EVOLUTION 1. Finding homes for homeless animals …through adoptions, return -to-owners and a free roaming cats initiative. 2. Fighting animal cruelty wherever it exists …through assisting law enforcement with investigations and intervention. “immediate concerns were to combat the rampant 3. Helping youth understand science …through a veterinary science initiative. 4. Containing outbreaks of deadly diseases …through a communitywide cruelty to animals, neglect of work-animals, the rabies vaccination strategy. 5. Reuniting loved ones with their families … through an in-depth lost and inhumane shipping of cattle and to resolve the found program. epidemic of stray dogs .” 6. Preventing births of unwanted animals …through a high -volume, high- quality affordable spay/neuter initiative. 7. Saving the lives of abused and abandoned animals …through a medical and behavioral treatment regimen. 8. Guiding children to grow into humanitarians …through a comprehensive humane education initiative. 9. Fighting Hunger When Food Is Unaffordable …through a nonjudgmental pet-focused food bank. Charleston Animal Society, Mission 2015
Local Animal Lovers Pet- Media related Businesses Veterinarians
OBJECTIVES Messaging/Build Excitement Public Engagements Media Placements Grand Opening event Networking Partnerships
PARTNERSHIP The American Society For the Prevention of Cruelty to Animals
AWARENESS STRATEGY Healthcare Adoption & & Owner Education Animal Rights
SAN DIEGO INTERNATIONAL AIRPORT EXPANSION: “THE GREEN BUILD” Build support for airport expansion and raise awareness of economic impact
KEY MESSAGES “Green” Eco Friendly building design Economic Growth Small Business Outreach
AUDIENCES
CHALLENGES AND SOLUTIONS Traffic Congestion Quality of Life
ADVOCACY
SMALL BUSINESS OUTREACH
OLDER ADULT TECHNOLOGY SERVICES (OATS): BRINGING SENIOR CITIZENS INTO THE INTERNET AGE Build community awareness and relationships with local and national organizations for support and partnerships .
SENIOR PLANET EXPLORATION CENTER
KEY MESSAGES Build Support Educate Community Increase Funds
AUDIENCE
COALITION & TRADE ASSOCIATIONS CORPORATE PARTNERS SUPPORTING PARTNERS
PARTNERSHIPS
MEDIA OUTLETS
AWARD
RECOMMENDATIONS/SUGGESTIONS Have a solid outline of objective and key messages. No tactic or planning can be done on empty objectives. Ensure that the goals are somehow measurable for when evaluating the success of a campaign to examine what worked and what didn’t work. This can provide an organization and practitioner with feedback on the success of a tactic. When gathering media materials for distribution create a media kit, its efficient and organized. Especially prior to distributing news releases, press releases and advisories ensure that they are an appropriate length. Overly wordy news releases and press releases can be ignored if the audience or media outlets have to dig for information.
BIBLIOGRAPHY Doorley, J. & Garcia, H.F. (2007). Community Relations. Reputation Management: The Key to Successful Public Relations 1. and Corporate Communications. (188-205). New York, NY: Routledge. Doorley, J. & Garcia, H.F. (2007). Government Relations. Reputation Management: The Key to Successful Public Relations 2. and Corporate Communications. (175-177). New York, NY: Routledge. Hayes, D., Hendrix, J. & Kumar, P. (2013). Community Relations. Public Relations Cases. (160-192). Boston, MA: Wadsworth. 3. (2009). PSE Launches Rock the Bulb Campaign to Give Away 400,000 Free CFL Bulbs. First of Its Kind Utility Campaign 4. Features 16 Local Weekend Events This Summer and Fall, and Neighborhood Outreach and Prizes to Help Consumers Save Energy, Money and the Environment. Puget Sound Energy, News Room. Retrieved April 21, 2015 from http://pse.com/aboutpse/PseNewsroom/NewsReleases/Pages/PSE-Launches-Rock-the-Bulb-Campaign-to-Give-Away- 400,000-Free-CFL-Bulbs.aspx (2010). Charleston Area Chosen as a Partner Community by the ASPCA. Charleston Animal Society. Retrieved April 22, 5. 2015 from http://ww3.charlestonanimalsociety.org/page.aspx?pid=522 (2010). Charleston Animal Society Mission. Charleston Animal Society. Retrieved April 22, 2015 from 6. http://ww3.charlestonanimalsociety.org/page.aspx?pid=358
BIBLIOGRAPHY (2013). Historic $900 Million Green Build Expansion Opens 7. at San Diego International Airport. San Diego International Airport, Porter Novelli. Retrieved April 22, 2015 from http://sandiegoairport.porternovelli.com/ (2013). The Green Build. San Diego International Airport. Retrieved April 21, 2015 from 8. http://www.san.org/Airport-Projects/The-Green-Build (2013). The Green Build Fact Sheet. San Diego International Airport, Porter Novelli. Retrieved April 22, 2015 9. from http://sandiegoairport.porternovelli.com/SDIA%20Green%20Build%20Fact%20Sheet_FINAL.pdf 10. (2014). Bringing senior citizens into the Internet Age: a community relations campaign to connect the disconnected. PR Week Awards. Retrieved April 23, 2015 from http://awards.prweekus.com/bringing-senior- citizens-internet-age-community-relations-campaign-connect-disconnected 11. (2014). OATS (Older Adult Technology Services). Spector PR. Retrieved April 21, 2015 from http://www.spectorpr.com/oats/
BIBLIOGRAPHY 12. (2015). About. Senior Planet. Retrieved April 22, 2015 from http://seniorplanet.org/about/ 13. (2015). Client Projects. OATS. Retrieved April 21, 2015 from http://oats.org/client-projects/ 14. (2015). Partners. OATS. Retrieved April 21, 2015 from http://oats.org/partners/ 15. (2015). San Diego City Council. The City of San Diego. Retrieved April 21, 2015 from http://www.sandiego.gov/citycouncil/ 16. (2015). San Diego. Station Index, Broadcasting . Retrieved April 22, 2015 from http://www.stationindex.com/tv/markets/san+diego
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